On the glorious occasion of ‘Utkala Dibasa’, Tata Tea Premium, the flagship brand from Tata Tea’s portfolio, paid a fitting tribute to the state’s rich handloom legacy.
As part of the hyper-local campaign which celebrates the handloom heritage of the state, the brand brought together craft enthusiasts and provided local karigars with a platform to showcase their creations in an exhibition held at Ekamra Haat, Bhubaneswar.
The event had a panel discussion with several notable figures such as Professor Sanjay Kumar Panda, acclaimed fiction writer and academician, Pratibha Ray, Anita Sabat, Founder & Managing Trustee, Odia Trust, Bhubaneswar and Puneet Das, President, Packaged Beverages, India & South Asia at Tata Consumer Products.
Post the panel discussion, the exhibition cum sale took place at the venue where the karigars who helped design the special ‘Tata Tea Premium Odisha Day 9 pack series’ conducted a live workshop where the audience could witness the magic of their craftsmanship and interact with them as well.
Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said, “As part of our continued efforts to strengthen our brand connect with the people of Odisha, we are excited to celebrate the handloom culture of the state through our #UtkalaKiKala campaign on Utkala Dibasa. The array of handloom sarees from Odisha has been an integral part of the state’s cultural fabric. We have brought these handloom traditions alive and captured their magical design in our limited-edition packs. We have further amplified this story beyond our packs into a beautiful film that can be seen by consumers across Odisha. Celebrating the rich culture of Odisha as well as driving this campaign to highlight the magic of these craftsmen, is at the core of our hyperlocal strategy to strengthen the connection with the people of Odisha”.
Arnab Chatterjee, co-founder Tree Design, who had conceived the thought and the pack design said, “To truly do justice to the brief we decided to go to the source of this rich cultural heritage. Traversing across the state of Odisha, we covered close to 1000 kms by road, over a period of 8 days, and located nine local artists who have been practising their specific craft of handloom weaving for generations. Each of the nine artists was tasked with creating a special saree for Odisha Day based on their rich and specific ethnic handloom culture. These sarees became the base for the nine limited edition Odisha Day packs. These nine gems were then used to create a full campaign for Odisha Day ranging from a special edition tea book to outdoor to print to evoke a sense of local pride with the Tata Tea Premium consumers in Odisha”.
The brand also created a film celebrating the handlooms of Odisha:
https://www.youtube.com/watch?v=s5b3jo25vzc
Details on each of the design and their inspiration is available at the link below:
https://www.utkalakikala.com/
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